Author: Cathaleen Chen
Expanding into new products can drive massive growth — or completely ruin a brand. Here is how industry leaders at Canada Goose, Drunk Elephant and Havaianas navigate the high-stakes business of category expansion, avoid dilution and pinpoint the right time for their biggest launches.
At a press event last month, I was informed by a fashion publicist with much conviction that Chanel is singularly the hottest brand right now. But specifically, new Chanel, she said: “Blazy or bust.” Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.